Cinema City - State of independence

The best time of the year for cinemas overall is July/August (the school holidays). This is when the big Hollywood blockbusters are released. But this is not the best time of year for Cinema City. When does Cinema City get it's highest audiences and what factors effect this?

Cinema City gets its highest audience when they hold live events, broadcast via satellite including music, comedy, filmmaker Q&A's, red-carpet premieres and productions transmitted in high definition from the New York Metropolitan Opera and Royal Opera House. These events often get sold out screens and audiences quickly embrace the new concept of 'cinecasts'. 

What technological and cultural factors have affected cinema takings? Consider the 1950's, 1980's and late 2000's. What have cinemas done to respond to these technological and cultural factors?

In the 1950's there was the advent of the TV, people started to get televisions in their home. This meant that less people went out and watched things at cinemas, there takings decreased and they lost money. In the 1980's the multiple cinema was introduced and because a lot more money was going into these and they were showing new films from America they became more popular than the independent cinemas. Also, this was the time when video was introduced so people could buy tapes of films instead of going out and paying money to go and watch them once at the cinemas. In late 2000's Internet was introduced into homes which meant that more people downloaded films instead of buying them on video or going to see them at the cinemas. This saved people money, but meant that the takings of cinemas reduced. To respond to these technological and cultural factors cinemas have started showing films in 3D, at home we cannot get this which means it would make cinema more popular again and the takings increase. 

In 1945 the top 20 films accounted for 25% of the market.
In 2000 the top 20 films accounted for 50% of the market.
U.S films took a 20% share of the market in early 1970's.
In 1998 U.S films took a 63.3% share of the market.
What can we learn from these statistics?

From these statistics we learn that there is an increase of shares and that more U.S films are flooding the market. When the multiplex cinemas were built the rule that for every American film shown a British film is shown was dropped. This meant that American companies took over and they are now dominating our film industry.

Exhibition related leisure pursuits now = 14% of household spend.
Home - based ancillary (TV/video etc.) markets = 43% of household spend.
What can we learn from these statistics?

From these statistics we learn that most films are now viewed at home meaning that there is a decrease in cinema takings.

A cinema such as Cinema City used to get around 80% income from subsidies and 20% from ticket sales. How has this changed? Compare this to Vue/Odeon. How are cinemas funding new revenue streams?

These cinemas used to get the majority of their money from the government. This has now changed because the government is no longer giving subsidies therefore they have a lack of money, they only have the 20% they used to make from ticket sales. They are no longer making the amount of money that they need to make to buy new films to show etc. Unlike Cinema City, Vue cinemas are funded by the Bank Of Scotland meaning that along with the ticket sales they have another source of funding. Cinema City is now making extra money by putting on live events.

Cinema City underwent a significant refurbishment programme in and reopened in 2007. Why would Cinema City be unable to carry out these refurbishments if it was trying to do so today?

They wouldn't be able to carry out these refurbishments today if it was trying to do so because they are no longer getting subsidies therefore they would not be able to afford it. Also because it is a listed building so they would have to appeal for it to be refurbished.

Why did Cinema City install a 3D projector in 2010?

Cinema City installed a 3D projector because it will broaden the audience that they appeal to, it means that they can show a wider variety of films that are only available in 3D. More people are likely to go to Cinema City to watch a film in 3D than a Multiplex cinema because it is cheaper and not as busy than a multiplex.

What is a 'sleeper' film? How is Cinema City better positioned to adjust schedules for 'sleepers'?

A 'sleeper' film is a film that has a slow start with not a very big audience that gradually becomes more popular and eventually turns into a big film that is popular. Cinema City is better positioned to adjust schedules for sleepers because they can bring old films that have suddenly become more popular back unlike the multiplex cinemas.

Why wouldn't Cinema City show 'The Expendables' but they would show a Tarantino film?

'The Expendables' wouldn't attract the audience that Cinema City appeals to. A Tarantino films appeals to a different audience that 'The Expendables'. 

Why do Cinema City show Sex and the City/Mamma Mia? 

Cinema City show these films because the actors and actresses that play on these films are older and would appeal to the audience that Cinema City attracts. It appeals to a large group of women, aged 40+ and the films appeal to these women because of the people in them. 

How do Cinema City cater for minority/ niche audiences such as parents with children under one; students; local history enthusiasts; older audiences; parents with autistic children? 

Cinema City run clubs such as: Kid's club, parents and babies' screenings and senior citizens matinees. Also they run a Slackers Club which is set up by E4 for students. They also do screenings for parents with autistic children. 

What does Cinema City use its screens for other than showing films?

Cinema City also uses its screens for numerous live events, broadcast via satellite, including music, comedy, filmmaker Q&A's, red-carpet premieres and productions transmitted in high definition from the New York Metropolitan Opera and Royal Opera House.

Describe the audience of Cinema City.

Cinema City's audience is mainly women and men that are 40+. They cater for them because they bring back old films that these people will remember when they first came out. Also they do specific groups for them and they are comfy cinemas that their audience can enjoy.